Friday, June 21, 2018 from 2:00 p.m. - 2:45 p.m. 

Session #3 – Maximizing Your Impact after a Trip: ROI, Additional Ops You're Missing, and Cross Platform Publishing

Attendees will expand their understanding of the assets they gain on a media fam. They will be urged to move beyond the traditional “one trip, one published article” approach to understanding that any media fam creates an incredible menu of assets that can be used by the communicator in a number of ways. They will be shown how to think beyond their traditional media “box” to consider all the other opportunities to grow their impact and influence.

Paul Knowles

Paul Knowles has has been a travel writer since the mid-1990s. He contributes travel and golf articles to a wide variety of publications and websites, notably Forever Young, Southbound, The United Church Observer, the Toronto Sun (and affiliates), golftravelandleisure.com, golfguy.ca, and joyoftravel.ca. Paul is a full time writer; when not writing about travel, he edits Exchange Magazine for business; publishes "Our Heritage/ Our Home" magazine; writes feature stories and columns for a variety of periodicals; and writes lyrics for a number of composers. His musical creations have been recorded, performed live, and aired on CBC Radio. Paul also has a busy schedule as a public speaker to community groups, conferences and garden organizations. He has written 16 books, including humourous gardening books, niche histories, and a murder mystery. Paul was also executive director of the New Hamburg Live! Festival of the Arts for seven years. He has received the Governor General's Canada 125 Medal and the Queen's Jubilee medal for his volunteer work in the community. His hobbies include choral singing, gourmet cooking, wine tasting, and avoiding power tools.Paul is currently Co-Chair of the Ontario Chapter of the Travel Media Association of Canada.

Session #4 – The Press Trip Cheat Sheet: The Ultimate Press trip

Creating an exceptional experience is a priority when building a press trip itinerary. In this industry-focused session, learn best practices, uncover media frustrations when visiting a destination, and leave with an itinerary building ‘guide’ to help elevate the press trip experience at your destination.

Rachel Roberts

Rachel Roberts is the Travel Media Relations and Communications Specialist, Tourism Sun Peaks. It's often the unexpected that creates the story, and that is certainly the case for Rachel when she decided to move to Sun Peaks following a weekend ski trip. Now, as Travel Media Relations and Communications Specialist at Tourism Sun Peaks, Rachel is dedicated to creating exceptional press trip experiences and helping media guests uncover the very things that triggered her own move to the mountains – the spirit, personalities and adventure at Sun Peaks’ core, and the stories that create a sense of wanderlust for those who hear them. Prior to moving to Sun Peaks, Rachel worked in the high-tech sector in Vancouver, where she was head of the Project Management Office for her company’s global network of Executive Customer Centres. With a significant focus on change management and operational efficiency, Rachel led projects to create consistent, first-class customer experiences for their international clientele, through each step of the customer journey. Her curiosity for new adventure and love of travel, (including 11 months with her husband and their backpacks, exploring 14 countries on 3 continents in 2016), combined with her understanding of the intricacies that create exceptional customer experiences, have helped her to become an expert in supporting travel media as they peel back the layers and discover the magic of Sun Peaks.

Session #5 – Country Roads: Growing Rural Tourism - How to Capitalize on Modern Media to Drive People off the Beaten Path

How do you capitalize on modern media to drive people off the beaten path? Helpful insights into working with rural partners and destinations to shine the light on spots outside the glow of big city lights. 

Noele Aune

Noelle Aune is a PR professional with over 20 years of media, global sales, marketing communications , public relations and  extensive experience in the tourism, entertainment and lifestyle sectors.  Strong planning and project management skills coupled with Noelle’s ability and passion build valuable relationships with clients, media and industry partners  that achieve results . A highlight of Noelle’s career is her 8 years at Travel Alberta  - an award wining Destination Marketing Organization where the led the Global Communications team . Noelle established Noelle Aune Communications in 2013 with her niche approach of connecting celebrity personalities with tourism development and promotion. She was responsible for creating the award winning “ Canadian Icons in the Canadian Badlands “ concert series in 2015.

Noelle’s clients include:  Blackfoot Crossing Historical Park, Calgary Stampede, Beakerhead , Waterton National Park, Cranbrook Tourism, Chinook Country Tourism, and Medicine Hat Hotel Association . Noelle is the co – chair of the Travel Media Association of Canada’s Alberta and North West Territories chapter.

Session #9 – Media Kit Makeover

Get expert eyes on your media kit for tips and ideas to make it sing! Your media kit is one of the most important pieces in your toolkit--learn what it needs to get brands interested in working with brand you!

Jami Savage

Jami Savage is a Vancouver based Family Travel Writer who runs the popular website, www.adventureawaits.ca. Her niche is ecotourism and outdoor adventures geared at families. Campaigns focus on promoting destinations, outdoor activities, adventures, and educational articles to help parents get their kids outside. 

Over the past 4 years, Adventure Awaits has been fortunate enough to work with over 100 brands, including WestJet, Parks Canada, Canadian Tire, Tourism Kauai, Destination Nunavut, and many TMAC members. Campaigns have taken them around British Columbia and the Pacific Northwest, as well as Kauai, Canada’s East Coast, Nunavut and deep into the Canadian Rockies. Jami has been featured on CTV, The Vancouver Sun and CBC, and have the honour of being named the Runner Up 2016 Top Vancouver Mom Blogger.

When Jami is not out there being Jami Savage “The Family Travel Writer” at Adventure Awaits, she is The Co-Founder of Savage & Wiser, a Digital Marketing Collective out of Vancouver. A diverse collective of pixel pushers, copy jockeys, brand whisperers, emotion capturers, savage strategists, and sage project managers that live and breathe digital marketing. Along with her partner, Jessica Wiser, they built this company upon a set of principles that drives a relentless focus on one single objective: help more entrepreneurs and businesses tell their stories.

Friday, June 21, 2018 – 3:30 p.m.-4:15 p.m.

Session #6 – Is Storytelling Dead?

Becoming the best storyteller to break through the noise and motivate today's consumer: Storytelling isn't going anywhere, it's how were telling our stories that's changing. Whether you're a media or industry member, you'll walk away with a new perspective of how savvy brands and journalists are leveraging new opportunities to tell better stories through traditional journalism, social media and digital platforms. They'll also learn how to tell better stories, by learning how to apply the question of "so what" into everything they do. We'll walk through some successful national and international storytelling campaigns, share best practices (A top 10 list of what to start and stop doing now), and opportunities to be more creative when it comes to pitching and telling stories.

Paula Worthington

Paula Worthington is an explorer in all facets of her life. A strong storyteller, over the past 11 years she has established herself as a versatile and adventurous freelance travel writer.  She's based in Calgary, AB. 

As a travel writer, she loves covering stories that provide an "off the beaten path" perspective, both in Canada and abroad. She writes rich, experiential stories that encourage readers to broaden their perspectives and venture somewhere new, or see an established destination in a new way. Her storytelling approach encourages readers to go do what she's doing - wherever she may be.

Paula has strong photography skills and shoots her own images to accompany her stories. 

Session # 8 – Ignite your Instagram

Instagram is an important tool in your social media arsenal, but are you getting everything out of it that you can? Spend time on a hands-on audit of your personal or business account.

Jami Savage

Jami Savage is a Vancouver based Family Travel Writer who runs the popular website, www.adventureawaits.ca. Her niche is ecotourism and outdoor adventures geared at families. Campaigns focus on promoting destinations, outdoor activities, adventures, and educational articles to help parents get their kids outside. 

Over the past 4 years, Adventure Awaits has been fortunate enough to work with over 100 brands, including WestJet, Parks Canada, Canadian Tire, Tourism Kauai, Destination Nunavut, and many TMAC members. Campaigns have taken them around British Columbia and the Pacific Northwest, as well as Kauai, Canada’s East Coast, Nunavut and deep into the Canadian Rockies. Jami has been featured on CTV, The Vancouver Sun and CBC, and have the honour of being named the Runner Up 2016 Top Vancouver Mom Blogger.

When Jami is not out there being Jami Savage “The Family Travel Writer” at Adventure Awaits, she is The Co-Founder of Savage & Wiser, a Digital Marketing Collective out of Vancouver. A diverse collective of pixel pushers, copy jockeys, brand whisperers, emotion capturers, savage strategists, and sage project managers that live and breathe digital marketing. Along with her partner, Jessica Wiser, they built this company upon a set of principles that drives a relentless focus on one single objective: help more entrepreneurs and businesses tell their stories.

Session # 10 – Ecotourism: More than a Buzzword

Eco-tourism is everywhere these days, but how can we know what are authentically sustainable, environmentally conscious efforts, and what is nothing more than greenwashing? Bring your thoughts and ideas to weigh in on finding and promoting planet-healthy partners in the travel realm, and beyond!

Zack Metcalfe

Zack Metcalfe is a conservation and travel journalist, author and columnist active across the Maritime provinces. With a special focus on species-at-risk, protected areas and the natural beauty available to Canadians, he publishes with several dozen regional and national newspapers and magazines. To date he's written eleven novels.

Session #11 – Make your Media Section Shine

What do media really need on a DMO website? What to include and how to make your "for media" section user friendly for your audience.

Kelly Jessup

Growing up in an entrepreneurial household, with a passion for sport and a keen interest in event management, Kelly graduated with an honours degree in Sport Management from Brock University before spending 6 years as Event & Business Manager for Cobourg's Downtown Business Improvement Area. Her experience working closely with small businesses, multiple levels of government and media inspired her newfound love for tourism which led her to pursue a career in economic development. Since 2010, Kelly has been leading the region's tourism marketing efforts as part of a small-but-mighty team which operates the regions' Destination Marketing Organization; Peterborough & the Kawarthas Tourism. In 2017, Kelly's role expanded to include external marketing and communications for all key sectors in the region.

Jen Mallia

Jen Mallia is a writer with a travelling problem...or is it the other way around? Specializing in family travel, including multigenerational travel, plus couples getaways and womens' wellness and spa-- because those are an important part of staying sane as a parent!  She is always eager to uncover the hidden gems to share with readers, be it at a popular tourist destination or somewhere off the usual travel path, imparted with a fun, funny and informative voice. Bylines include Family Fun Canada, Urban Guides Canada, #FlyWashington Magazine, SheKnows, ReadersDigest.ca and Festival Seekers. 

Saturday, June 22, 2018 from 2:00 p.m. - 3:00 p.m.

Session #12 – Influencer Voodoo and Vetting

Find the Best Fit, No Bull How to qualify social media influencers, bloggers, and other online media? What are some of the ways that DMOs and other industry members are handling this task? Maximizing results with micro influencers After attending this interactive workshop with real world examples, attendees will have the tools and knowledge needed to determine the right mix of traditional, digital and social media for an integrated campaign. They will also learn about tools that will help them evaluate the success of a campaign and how they can evaluate potential partnerships with content creators (bloggers/instagrammers/vloggers).

Yashy Murphy

Yashy Murphy is a brand marketing professional who refused to let go of her pre-baby lifestyle. She grew up in Middle East and South Asia before making Canada home. After a 5 month long family trip in 2017, she left 10 years of beverage alcohol marketing to put into practice what she learned during her MBA program back in 2007. She now focuses on her consulting and blogging endeavors which started in 2011.

As parents, she and her husband have continued to travel the globe and to explore everything there is to do in Toronto with their two young, travel-seasoned kids. You can follow their adventures, and misadventures, on BabyandLife.com, where you’ll find inspiration on where to eat, drink and have fun with kids in Toronto and around the globe along with a healthy dose of parenting. You can also find Yashy on YouTube, Facebook, Twitter and Instagram.

Tania Kedikian

Since 2017, Tania has provided diverse experience in public relations to the DCI team. From prior social promotions and events with Bell Media to online campaigns for international film organization TIFF, and now executing national campaigns for various destinations, Tania’s experiences have deepened her understanding of traditional and digital communication strategies, along with how to build a successful brand. 

Session #13 – What Every Editor Wishes You Knew

Learn about best practice pitching to gain placement and/or turn rejected pitch into approved content. Why this pitch works, how to tailor your pitch to the right publication, and maintaining a relationship with your editor after you successfully land the first story.

Rod Charles

Rod is an entrepreneur with a passion for travel, adventure and good food. He’s worked for Canoe.ca as an online editor and has ghost-written blogs for several elite athletes. Charles has worked as the travel editor at AOL / Huffington Post Canada and his travel articles have been published in the Toronto Star and Globe and Mail. Rod has used his skills to help several non-profit organizations, including the White Ribbon Campaign and Big Brothers, Big Sisters of Toronto.

Liz Fleming

Lis is a long-time TMAC member who loves to travel, is always up for a bit of excitement and will write about it for any and all outlets, including the magazine she edits (Cruise & Travel Lifestyles) and many other outlets for which I freelance.  From zip lining to learning to cook regional delicacies to camping on the ice in the arctic, she is keen for new ideas and experiences.

Session #14 – Wham Bam, Thank You Ma'am

After you've placed your story, are we finished? Industry examples of repurposing and leveraging the results? Do you reshare via social, post on websites as "in the news", share with the local media, link them in content on your own site?

Tracy Ford

Tracy Ford has more than 35 years of experience as an accomplished public relations veteran in the corporate, non-profit and hospitality/tourism fields.  From 2001 to 2005, she was the Regional Marketing and Public Relations Manager for Delta Muskoka Resorts (part of the Delta Hotels chain).  In 2005, Tracy joined the Chelsea Hotel as Director of Public Relations and this year, she celebrates 18 years with the company. 

Tracy has been a member of TMAC since 2002, an Ontario Chapter Board Member from 2010 to 2016 and a director on the national board for the past three years.  She has taken on numerous roles such as M&M coordinator, membership committee member Ontario Chapter Co-Chair and for the past two years as national board secretary. She is also the Chair of the Awards Committee.

Tracy embraces her relationship with TMAC through conference participation, conference award sponsor for several years, hosting an annual M&M at the hotel as well as hosting media on a regular basis. Her innovative thinking results in a unique spin and fosters the creativity of her colleagues and fellow TMAC members. She brings passion, enthusiasm and commitment to the organization and demonstrates the organization’s principles and mission.

Paule Bergeron

Paule is  a Travel Media Specialist, passionate about my city: Quebec. If, like her, you have a taste for finer things, let her introduce you to one of the most fascinating places on earth. Stunning scenery, the great outdoors, a perfect blend of modernity and history is available for you to experience. Come for a visit and discover why she loves Quebec City!

Guy Thériault

Born and raised in Ottawa, Guy sometimes like to think that PR runs through his veins. Sales, marketing, travel media and travel trade have always been part of his career.

His last decade of travel media relations at Parks Canada has had him criss-crossing the country from coast to coast to coast (including as far South as Point Pelee), hosting remarkable media and working with industry partners who have become close friends, all while sharing his love and passion for our treasured national parks, national historic sites and national marine conservation areas.

In addition to his government career, a 5-year hiatus gave him the opportunity to work at a DMO where he had the same responsibilities. He also spent years working with scheduled and chartered airlines, and then as Director of Sales & Marketing for Sandals & Beaches Resorts. Nowadays, he still occasionally teaches tourism at the college level.

Wendy Underwood

With a comprehensive mix of public relations, marketing and media experience, Wendy Underwood brings a professional and balanced approach to all marketing communications projects. Before starting Fever Pitch in 2010, Wendy held the position of Manager, Travel Media Relations, International & Trade at Tourism Vancouver. While at Tourism Vancouver, she had the opportunity to work with some of the world's most influential media outlets as they got ready to cover the 2010 Olympic and Paralympic Winter Games. These included Reuters, USA Today, BBC, Channel 9 Australia and NBC.

Prior to working with Tourism Vancouver, Wendy worked as a freelance writer for local publications such as Vancouver magazine, the Georgia Straight and Western Living. In the public relations arena, her media savvy has won the respect of clients including Destination British Columbia, the Canadian Tourism Commission and McGill University. Wendy is widely travelled, and having chosen Vancouver as her home base, she is proud to be able to play a part in bringing recognition to companies targeting the Canadian market.

Wendy holds a Bachelor of Arts (English, Journalism major) from Curtin University in Western Australia, and currently sits on the board of the Travel Media Association of Canada – BC Chapter.